Donatella Versace begins a new creative chapter with Revolve Group as she prepares to launch her own brand, starting in the beauty space.
Donatella Versace is ready to write a new chapter in her career. The Italian designer has announced the creation of a new fashion and beauty business with Revolve Group, a partnership that will allow her to develop an independent project from the ground up, with Versace serving as its creative director.
For now, both the name of the new brand and its first products remain under wraps. However, it has already been confirmed that the venture will initially launch in the beauty sector, before expanding into other categories. The first details are expected to be revealed over the coming months.
“I believe creativity should be fearless, inclusive and alive in the world. I have always been inspired by the next generation, in music, film, art and, of course, fashion,” explains Donatella Versace. The designer believes the partnership will give her the freedom to connect with a new generation from a more personal perspective.
The launch will initially roll out across the United States, Latin America, Asia-Pacific and the Middle East, combining Donatella’s creative vision and cultural influence with Revolve’s technological infrastructure, consumer insights and digital reach.
The venture is particularly significant as it opens a new chapter in which the designer will be able to build an identity beyond the established codes of Versace, the fashion house she helped transform into one of the world’s most recognisable symbols of Italian luxury.
Although details about the aesthetic direction of the future brand have yet to be revealed, Donatella’s creative legacy suggests that sensuality, glamour, pop culture and an exuberant vision of fashion could all play an important role.
Her career has always been deeply connected to this combination. From her early years working alongside her brother Gianni Versace, Donatella understood that a luxury fashion house could engage directly with musicians, actors, photographers and cultural figures capable of defining an era.
Following Gianni’s murder in 1997, she played a decisive role in ensuring the continuity of the company. For decades, she preserved Versace’s provocative character while expanding its international presence and strengthening its close relationship with celebrities and popular culture.
In 2018, the family reached a $2.1 billion deal to sell Versace to Michael Kors Holdings, which was subsequently renamed Capri Holdings. More recently, Prada Group acquired Versace, ushering in another chapter for the historic Italian house. Donatella then moved into the role of chief brand ambassador after almost three decades at the creative helm of the label.
Her partnership with Revolve therefore arrives at a moment of profound professional transformation.
Founded in 2003, Revolve Group has built its business around digital commerce and an especially close relationship with younger consumers. The group operates primarily through Revolve and luxury platform Fwrd, while also developing its own brands, events and collaborations with figures from contemporary culture.
The new venture aims to go beyond the traditional model of simply selling products. The ambition is to create a participatory digital universe, supported by content, experiences and communities capable of establishing a direct relationship with consumers.
For Donatella, that strategy connects with a philosophy that has defined her entire career: the belief that fashion does not exist in isolation from culture.
